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An illustrated critique of the nature of brand design and its value to a selected company - Essay Example

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Running Head: Brand Design Brand Design Table of Contents EXECUTIVE SUMMARY 2 OVERVIEW 3 HISTORY 3 H&M LOGO 4 BUSINESS CONCEPT 4 SIGNIFICANT COMPETITORS 5 BRAND PERFORMANCE 6 MULTI-BRAND APPROACH FROM INDITEX 7 MARKETING MIX 7 Price 7 Product 8 Promotion 8 Place 8 MARKETING STP 9 Segmentation and Targeting 9 Diversification 9 Positioning 9 CRITICAL EVALUATION OF THE BRAND 10 SWOT Analysis 10 Strengths 11 Weaknesses 12 Opportunities 12 Threats 13 IMPORTANCE OF BRAND VALUE FOR THE BUSINESS 14 CONCLUSION 15 REFERENCES 16 EXECUTIVE SUMMARY The report illustrates the power of brand design on the company’s operations and its importance in marketing the produ…
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An illustrated critique of the nature of brand design and its value to a selected company
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Download file to see previous pages It also critically evaluates its internal strength, weakness, and brand power due to massive international presence. The key competitors are under analysis and comparison with H&M to evaluate its brand image significant for its international standing and business operations. OVERVIEW H&M (Hennes and Mauritz) group is a renowned retail designer specialising in fashion apparel and accessories for men, women and children wear. It is the second largest international fashion retailer after the Spanish brand Zara (Inditex). It is operated through leased retail stores, franchises and online catalogue stores with operations in Europe, Americas, Middle East and Asia. It has expanded internationally through network of franchise stores as well as catalogue sales. It offers affordable and chic high street fashion from children to teenagers and adults with wide variety of fashion apparel, footwear, accessories and cosmetics. It divulges the concept of fast fashion i.e. offering premium fashion at affordable prices while maintaining satisfactory quality. It has a distinctive global presence across 48 countries with 2,700 retail outlets covering 50 franchises, 48 Monki, 18 Weekday and 35 Collection of Styles (COS) stores. It has a workforce of almost 94,000 employees globally. The significant growth was captured by introduction of cosmetics and accessories in the fashion apparel market. It derives 90% of its revenue from overseas market, where Germany being the biggest at 27%. The online and catalogue sale is only offered in the European region (Datamonitor, 2011). HISTORY The history of the multi-national retailer dates back to Erling Persson in 1947 at Vasteras, who started the brand initially with Hennes dealing with women wear. In 1969, Erling Mauritz bought a menswear retail company, together Hennes and Mauritz AB founded H&M fashion house dealing with both men, and women wear products. It expanded the fashion business from Sweden during the late 1960s to Norway, Denmark, Switzerland, UK, Austria, Luxembourg, Netherlands and Germany. H&M is listed on Stockholm Stock Exchange since 1974. In spite of H&M Scandinavian origin, its expansion into British and European market was a major success in the late 1970s. The online store was inaugurated in 1988 with consolidation of men, women, teens and children under one fashion brand called H&M. It is operated and headquartered in Stockholm. It turned into a multinational retail fashion business by acquiring 40% stakes in Fabric Scandinavian, which deals with brands such as Cheap Monday, Monki and Weekday retail stores. It also inaugurated its first COS concept store in 2011 at Stockholm (Datamonitor, 2011). H&M LOGO The logo signifies the first letters of the founding members of the H&M group, Hennes and Mauritz. The brand logo illustrates a bold red colour with light cursive that depicts softer outlook. The red colour illustrates a vibrant and enthusiastic outlook that comprehends with the company’s creative fashion trends. The font size and colour chosen for the brand depicts the ...Download file to see next pagesRead More
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